• €110

• 277 designs

• 128 designers

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Logo Design Brief

AXONE creative brief

Axone is Laurent Ducrot's consulting company.
Laurent Ducrot is a field expert, a carpenter and metalworker by training, who has held management positions in industry and construction. He has experienced transformations from the inside, through times of crisis and growth, and knows what the reality of operational management entails. I am attaching a visual of the DA of his former company so you can get an idea of what he had validated for his carpentry/metalworking business at the time. Today, he is becoming a consultant and needs a new identity.

With AXONE, he does not position himself as a theoretical consultant, but as a strategic and operational partner, committed alongside managers and investors to maximize their human, strategic and organizational potential.

Laurent is: The accessible, direct type, who understands industrial issues because he has already experienced them, A lucid, demanding but deeply human pragmatist,

Objective of branding
Create a visual identity for AXONE, a consulting firm specializing in supporting industrial companies (particularly construction, carpentry, aluminum) at key moments in their life cycle (acquisition, transformation, transfer, etc.).

This identity must reflect:
- field mastery,
- the strategic rigor and the power of action of the AXONE approach.

Brand DNA
Personality: Serious – Demanding – Committed

Values: Lucidity, Transmission, Impact, Alignment

Role: Trusted operational and strategic partner

Projected image: The anti-bullshit consultant, the man in the field who speaks the truth and takes concrete action

Tone: Professional, direct, clear, inspiring – no unnecessary jargon or elitist posturing


Visual universe to avoid: anything that evokes classic consultants (suit and tie, performance symbols seen and reviewed)

Use:
- The logo must be able to exist in a short version (monogram or stylized acronym)
- It must fit on a business card, a PowerPoint, a one-page website and a LinkedIn banner

Target
- Managers of industrial and construction companies
- Investors in these sectors

Expectations: concreteness, clarity, action, tailor-made strategy, lived experience

Points of differentiation :
- A humble but impactful posture
- Clear and embodied language
- A refusal of the “PowerPoint only” advice
- A sober but powerful image
- An ability to adapt to manager typologies

Supports to be provided
- Logo
- Graphic universe (typography, color codes)
- One-page showcase site

Shape / style:
- Linear, structured, like an edge or an axis (a nod to the name "AXONE" = axis, central neuron)
- Can evoke a network, a connection, a master plan
- No classic consulting symbol (no compass, no speech bubble, no graph...)

Typography:
- Elegant but not sophisticated
- Modern, sans serif (or very discreet)
- Structured, stable

Target Market(s)

- Managers of industrial and construction companies, Investors in these sectors

Industry/Entity Type

Consulting, BTP

Logo Text

AXONE

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Font styles to use

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Nice to have

• A memorable logo that stands out. It evokes the notion of construction and growth.

Should not have

• The logo should not be too smooth or boring

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